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We didn't mean to objectify women, say Newbridge Silverware on banned ad

The ad for a new jewellery range was deemed too sexy by the Advertising Standards Authority.
Sep 25th 2014, 1:37 PM 33,239 105

NEWBRIDGE SILVERWARE HAS said they had “no intention” to objectify women in a new ad banned by the Advertising Standards Authority for being too sexy.

The ASAI received and upheld one complaint against the ad, which featured model Rozanna Purcell posing in “sensual” ways wearing “low cut and revealing” clothing.

The one complaint stated that the ad objectified women, “promoting women in a sexual way rather than promoting the jewellery”.

One of two scenes that rose the most ire saw Roz wearing a kimono open to the waist – in the other she sat with her legs “spread apart” before dipping her finger into a cocktail and licking it.

22/2/2013 Shave or Dye World Record Attempts Roz, not in a "sensual" pose Source: Sasko Lazarov/Photocall Ireland

A ‘censored’ version of the ad has been released with the offending scenes cut out.

Today, a spokesperson for the company said it is “disappointing” that the ad had to be edited:

It was styled by women for women so there was certainly no intention on our behalf to objectify women as they are the primary target market for the range.

“We have received such positive feedback about the campaign in general, so we were surprised this isolated complaint was upheld,” she added.

You can watch the censored version of the ad below.

Source: Newbridge Silverware/YouTube

Previously: Newbridge ad deemed too sexy (not the Ronan O’Gara one)>

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Valerie Loftus

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